DWP plans anti-ageism initiative

The Department for Work and Pensions (DWP) is set for a campaign to fight age discrimination in the workplace and to promote legislation to businesses.

New legislation being drawn up by the Department of Trade and Industry is due to come into effect next year.

There are currently only recommendations on the issue of age discrimination in a voluntary code of guidance, but the new law will bring about extended rights for employees, such as the right to work beyond a set retirement age.

The Age Partnership Group, part of the DWP, wants support to promote its direct mail campaign and is understood to have short-listed four agencies.

The pitch does not affect the DWP Age Positive account managed by Geronimo Public Relations.

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